Client: Burgisto Rael Premium Food
Location: Dubai, United Arab Emirates
Challenge: When Rael Premium Food, a food and beverage distribution company with it’s headquarters in Dubai and operations through out the Middle East, wanted to launch a chain of Burger Fast Food outlets, it needed a brand strategy and visual identity that would help it penetrate a highly competitive market segment.
Logo Design, Branding, Package Design, Menu Design, Brand Strategy
Brand Strategy: They reached out to SpellBrand Dubai to help them with their Dubai Burger Chain Branding journey.Rael has been distributing to fast food joints for over 25 years and has an infrastructure and network to rival any of the major fast food brands. The UAE and other Middle Eastern countries are embracing “American style” fast food chains and the market segment is maturing rapidly with saturation with in sight. With these conditions, it is quite a challenge to enter and gain market share for a new entrant.
A positioning strategy is vital to be able to not only enter such a market but also gain vital “mind-share” to be able to then gain any market share. The talented Positioning Strategy team at SpellBrand, headed by master strategist Mash Bonigala, dug deep, researched, brainstormed and came up with a positioning strategy that enables Rael to not only enter the market but also gain mind-share quickly and surely. Also outlaid were marketing campaigns and content marketing strategies.
To succeed with this brand, the client needed a brand name that not only sounded American but also had a bit of the European slant to it. We came up with a few names that matched these criteria and the name “The Burgisto” was finally chosen. It is a fun name that is easy to remember and can be used effectively in campaigns to build brand recall.